Iceland has launched a new campaign promoting sustainable fishing practices.

Titled ‘Buy Blue, Protect Dinner’, the new campaign is part of an annual marketing drive from the Marine Stewardship Council (MSC) to “support healthy oceans”.

The campaign highlights that by buying products with the MSC label, consumers can make a more sustainable choice.

The MSC label shows that wild-caught seafood has been assessed to meet MSC’s requirements. The requirements ensure populations of fish and other marine life are protected and fisheries are well managed.

For the 25/26 financial year 85 per cent of Iceland’s own label range of seafood and fish was MSC accredited and the frozen food retailer has highlighted that it is building on this year-on-year. It was the first retailer globally to launch a MSC certified frozen Argentinian Red Shrimp Fishery product under an own brand label.

Iceland said: “We understand sustainability matters to our customers when they’re choosing seafood in stores. In a recent survey to 350+ Iceland shoppers, 87 per cent of participants said whether seafood products carry the MSC label influences their shopping behaviour.

“With the majority of participants also telling us they eat seafood more than once a week, ensuring a variety of MSC labelled goods are available in stores remains imperative.”

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